The Ultimate Conversion Rate Optimization Guide for Beginners

Conversion rate optimization, or CRO for short, is a process by which you can increase the percentage of website visitors that take a desired action, such as buying a product or signing up for a service.

You have the best website in the world, but no one is buying from you. What’s the point?

We are sorry to hear that, believe us. We know it’s a tough world out there, and you need every advantage you can get.

Conversion rate optimization is the answer. By enhancing your website design, user experience, and marketing strategy, you can turn those browsers into buyers and start making some real money.

In this guide, we will teach you all about conversion rate optimization and how you can use it to improve your website’s performance and sales. We will also introduce you to some of the best CRO tools and tactics available today. So what are you waiting for? Let’s get started!

Why bother with improving your site’s conversion rate with CRO?

Now, with online shopping skyrocketing in the wake of COVID-19, it’s no wonder that online sales and conversion optimization are becoming a real science.

An informed, data-driven approach with quantitative data is crucial to understanding how your customers are behaving. What are they doing once they leave the search engine results page? What are they doing on your web pages? How to drive their actions toward lucrative sales?

The growth of online retail
Source: beeketing.com

But any smart salesperson will tell you that this is a far-from-simple process. You must understand how to optimize your website, and sales funnel to really drive conversions.

CRO is the perfect plan for online sales success! Whether you do it yourself with CRO testing tools or use CRO services, CRO can get any web page or landing page to make more sales.

This is what CRO strategy is all about. It’s a complex and data-driven field of digital marketing. But never fear, we have top CRO tips and tricks your business needs!

Read on to smash your sales quotas, and conversion rates rise to the top of the world!

CRO will make people want to buy your products sold online
Using CRO will have more people taking out their credit cards to buy your products!

CRO & SEO – What’s the difference?

If you’ve worked in the digital marketing space, chances are you’ve come across the terms SEO and CRO. But what do they actually mean? SEO, or search engine optimization, involves strategizing and implementing tactics to improve a website’s visibility in search engines like Google.

On the other hand, CRO (conversion rate optimization) focuses on optimizing a website for more conversions – whether that be sales, sign-ups, or any desired action. While SEO and CRO often go hand-in-hand, they have distinct goals and strategies. SEO typically takes longer to see results, while CRO can yield immediate improvements. Both are important components of a successful digital marketing strategy.

Ultimately, SEO helps bring potential customers to your website, while CRO helps turn those visitors into actual customers or leads. As always with marketing, it’s essential to assess what your goals are and determine the right mix of SEO and CRO tactics to achieve them.

What web analytics tools do I need for CRO?

When it comes to website optimization, data and insights are essential. And one of the best ways to gather this information is through web analytics tools.

These tools monitor and analyze website traffic, allowing you to see where visitors are coming from, what pages they’re spending the most time on, and a host of other useful metrics. One of the most commonly used web analytics tools is Google Analytics.

It offers a comprehensive range of insights and can even track goals and conversions. Other popular options include Hotjar for heatmaps and user recordings, Crazy Egg for click mapping, and Moz for search engine ranking data. For qualitative data, you can also conduct user interviews to better understand user behavior and to get a better understanding of how users interact with your web pages.

As you work on your conversion rate optimization efforts, consider incorporating one or more of these web analytics tools to gather valuable insights and guide your decision making.

What’s my conversion rate?

The conversion rate is a metric used in web analytics to measure the success of converting website visitors into customers or subscribers. It can be calculated by dividing the number of converted users by the total number of website visitors and expressing it as a percentage.

For example, if a website has 1,000 visitors and 100 of them make a purchase, the conversion rate would be 10%. This metric can help measure the effectiveness of marketing campaigns and refining website design to improve conversion.

However, it is important to note that conversion rate alone does not give a complete picture of how successful a website or campaign is performing. Other factors such as average transaction value and repeat customers also contribute to overall profitability and should be considered when analyzing conversion rates.

Remember to calculate your conversion rate, divide the number of conversions in a specific period by the total number of visitors to your site, then multiply it by 100%.

calculate conversion rate with this formula
Source: theonlineadvertisingguide.com

Recent studies show that the average CRO falls between 2-5%. But there are outliers who are consistently achieving conversions of 11.5% and higher. The question is, how are some sites pulling this off!??

conversion rates
Source: wordstream.com
average conversion rates
Source: wordstream.com

What are the types of conversion rate optimization?

To drill down further, there are 2 types of conversions:

  • Micro Conversions
  • Macro Conversions

Micro Conversions

Micro conversions, which include actions like subscribing to a mailing list or making an online inquiry, help customers advance through your sales funnel. These small initiatives move us closer to bigger objectives.

Macro Conversions

Macro conversions are a function of the sales funnel’s ultimate objective. Visitors have converted to buyers here. They have now paid for your product or service or a website subscription.

CRO happiness
The bliss of happy users because of CRO

CRO tools and testing

On a basic level, you can use Google Analytics– Goals feature to keep on top of your conversion rate and track it over time. This will help you develop your approach to SEO, SEM, and content whilst simultaneously monitoring which of these strategies boosts your conversions.

When it comes to conversion rate optimization, having the right tools can make a huge difference in the success of your testing efforts. Some popular CRO tools include Crazy Egg, which allows for heat mapping and scroll mapping to see where users are engaging with your website.

Google Optimize is another useful tool that allows for A/B testing and personalization. Hotjar offers analytics, user feedback, and conversion funnel recording.

You can also use heat maps on your site that will show you where your visitors actually click and navigate on your site. This can help when determining the design of your website and where to place important elements such as buttons and CTAs (call to action).

These are just a few options available for those looking to improve their conversion rate through testing, but as with any tool, it’s important to make sure it supports your specific CRO goals and strategy.

As you determine what works best for your website, don’t be afraid to experiment and try out different combinations of tools to find what yields the best results. These tools are not free, so at times it is wise to use an agency specializing in conversion rate optimization services to do the work for you.

Not only will you have experts to work to improve your website’s conversion rate, you will also be able to identify opportunities to improve conversion rates, faster!

Will CRO benefit my business?

There’s no point in having a sizzling SEO strategy if the traffic you’re generating doesn’t take the action you need. Conversion Rate Optimization is the missing piece of the puzzle, driving engagement and achieving tangible results. It’s the kind of online activity that has noticeable, real-world effects.

These are the top 5 advantages of CRO.

  • You can quickly and efficiently produce the best ROI by using effective CRO.
  • CRO aids in your website’s ascent to the top of Google’s SERPs, resulting in more traffic and visibility.
  • You can learn more about your consumers’ demands, behaviors, and patterns thanks to these analytics and data analysis.
  • Your consumers have a seamless and easy buying process thanks to it. Increased engagement is a result of great UX!
  • You will increase conversions and significantly outperform your rivals who, for the most part, won’t make the effort to optimize their conversion rates.

What are the 7 ways to increase your conversion rates?

CRO success
CRO success is more than just a good time, it is a party!

1. Use A/B testing

You can compare the effectiveness of various online marketing techniques using A/B testing. A/B testing involves creating two versions of a website, webpage, blog article, or landing page to determine which one is most popular with users. Today’s market is flooded with A/B testing tools, enabling you to try out various CRO strategies.

how to improve conversions
Source: unbounce.com

2. Drive Your Buyers Journey With Quality Content

There are four steps on the buyer’s journey:

  • Awareness
  • Interest & Evaluation
  • Desire
  • Action
The sales funnel. Source: alldigitalinnovation.com

At the Awareness stage, you’ll need to create copy that includes quality backlinks. Building links from quality websites will help you generate authority and expertise.

At the Interest stage, you can benefit from an attention-grabbing content strategy. Standout blog posts, pics, and clips of your products and brand will work well here.

Desire is all about making visitors want your product because it’s better than the competition. You can show this with real testimonials, reviews, and case studies that communicate the benefits of your brand.

As for the Action – this needs to take place at all costs! It’s consumer behavior that will make a real difference to your business. And if you can’t achieve it, then the journey simply isn’t complete.

Offering a free trial of your service, a money-back guarantee, competitions, or creative content that guides your visitors to purchase are all effective Conversion Rate Optimization strategies.

3. Use a chatbot

Incorporating chatbots into your CRO strategy can be a valuable asset for your website. Chatbots allow for instant communication with visitors, providing them with information and assistance while they are actively engaged on your site.

This direct approach can help to increase conversion rates by addressing specific concerns and guiding visitors towards taking desired actions.

Additionally, chatbots can collect data about customer behavior and preferences, helping to improve overall website optimization.

By implementing a chatbot, businesses can not only improve the user experience, but also gather valuable insights to make informed CRO decisions.

It is important to note, however, that chatbots should supplement rather than replace human interaction.

By combining the convenience and efficiency of chatbots with personalized attention from customer service representatives, businesses can both enhance conversions and create positive experiences for their customers.

One of the common criticisms of chatbots is that they’re impersonal and ineffective.

But statistics show that chatbot use and positive interactions are skyrocketing…

  • 40% of millennials use chatbots every day.
  • 67% of millennials would buy a service or product using a chatbot.
  • 70% of millennials report positive experience when engaging with chatbots.
  • 66% of millennials and 58% of Baby Boomers see 24/7 service as the main benefit of using a chatbot.

As you can see, chatbots can make a difference with conversion optimization. We recommend adding one, especially if you have an eCommerce site.

conversion rates
A buyer about to convert

4. Audit Your Website

With a careful combination of both SEO and CRO services, you’ll be able to discover the exact strategies that are converting.

These are the questions you or your analytics team will need to explore…

  • What’s your bounce rate? Where does this occur most onsite? Is it on landing pages, blog articles or product web pages?
  • How do visitors find your site? Which ads or links are performing best?
  • Are people using desktops or mobile devices to access your site?
  • Which parts of your website are achieving the most engagement?
  • What are the demographics of your users? And does this match up with your target audience?

5. Write CTAs that drive the user behavior you want

CTAs are crucial because they’re one of the most direct drivers of behavior anywhere on your site. If you’re smart about your CTAs, then you’ll get a jump on your competition because it’s a design feature that’s often overlooked…

CTA and CRO

To write a successful CTA for lead generation, you’ll need to ensure that your call to action…

  • Is colorful and stands out
  • Includes copy that encourages visitors to take action (“Visit Our Store”, “Click to Subscribe” etc).
  • Is designed to be unmissable and really pops on the page!!

6. Should you optimize your page speed?

Yes, you should! It’s vital to make sure your page is loading quickly. Landing page optimization is exceptionally important.

CRO and page speed
Source: marketingsherpa.com

Your site MUST run quickly and smoothly on all devices, particularly mobiles, to avoid your bounce rate rising and your conversation rate falling. You can check your mobile page loading time using Google Analytics.

7. Improve your UX and make online sales super easy

Your customers need a smooth sales process. In simple terms, your visitors want to find, research, and purchase your products as quickly and easily as possible.

When it comes to making sales online, a positive user experience (UX) can make all the difference. Poor UX can lead to frustration and abandoned carts, while stellar UX can increase conversion rates (CRO).

So how can businesses improve their UX and make it easy for customers to purchase products or services? One way is by streamlining the checkout process.

This means reducing the number of steps required to complete a purchase and automating forms so that customers don’t have to constantly re-enter personal information. Another aspect of UX that should be evaluated is website navigation.

Can customers easily find what they are looking for, or do they get lost in a maze of confusing menus and subcategories? Providing clear and intuitive navigation can also lead to an increase in online sales. By prioritizing CRO and UX, businesses can create a seamless purchasing experience for their customers.

Any impediments to this process will break your sales funnel and destroy your Conversion Rate Optimisation. If your customer journey is complicated, unclear, or requires excessive personal information, then this will be killing your conversions.

Make your sales funnel simple with clear CTAs and avoid asking them to fill out long forms. Finally, your cart or checkout MUST be seamless and simple to ensure an outstanding user experience.

CRO
Be happy like with chap with CRO

Conclusion – Conversion Rate Optimization delivers sales Superstardom!!

If you’re serious about leads generated and sales, then converting online visitors into paying customers should be at the top of your to-do list!! It’s a strategy that works hand in hand with search engine optimization – gaining visibility and driving traffic, then turning these leads into lucrative sales.

Conversion Rate Optimization should be on the mind of every business owner who wants to sell online. If you’re not thinking about how to connect the dots and drive serious sales, then all your hard work, from business growth to product development and search engine optimization, will have been for nothing. Focus on more sales and more customer satisfaction, now!

CRO isn’t easy, but luckily, First Page is the expert digital marketing agency that Hong Kong businesses need to succeed! We have years of SEO and CRO experience – combining our skillsets to get you found online – driving serious traffic and exploding your conversions!!

First Page is the digital marketing agency to trust when you need a high-quality conversion rate optimization agency and its assistance to increase your online sales. Contact our account managers today to see your conversions and sales skyrocket!

What else apart from good CRO can drive traffic and sales?

Want to make more sales and profits? Here are some useful marketing tactic blogs. You can combine them with your CRO execution. We invite you to read the following:

Are you a busy business owner? You may not have the time to run the marketing tactics you need to make money regularly. If this is the case, we encourage you to review some of our strategic marketing services to drive more sales: